Discounts used to be universally frowned upon, just as marketing was. (Remember when marketing was considered unethical?) However, depending on the practice's circumstances, limited discounts can have a place, just like they do in any business. But you can't be rote about their use. Some dentists simply don't like them and some practices simply don't need them. But for some practices they can be a useful tool. For example, a small discount as an incentive can be helpful to get a patient to pay for treatment in full, to get a patient reactivated, or even to help a pedo fill the schedule during "dead zone" hours.